The diagnostic started not with technology but with the people doing the work. We mapped exactly what Roche’s reps were capturing, in what format, how frequently, and what happened to that information after it left the field. The finding was consistent across markets: the problem wasn’t that reps weren’t gathering data — it was that there was no structured home for it to go to.
We ran UX workshops directly with the rep population to understand how they worked in the field — the constraints of their schedules, the devices they carried, the conditions under which they were entering information. A system they would actually use had to be frictionless in those conditions. Complex data entry during a hospital visit isn’t a workflow — it’s an obstacle.
The result was a mobile-first data collection system designed around the rep’s actual daily rhythm: quick structured inputs during or immediately after doctor visits, synced automatically to a centralised platform that aggregated, structured, and surfaced the data for commercial and marketing teams in real time.
The shift wasn’t just operational — it was strategic. Roche’s commercial teams went from making decisions based on aggregated quarterly summaries to having a structured, searchable database of field intelligence that updated continuously. The same reps, the same visits, the same conversations — but now every one of those interactions was adding to a system that could be queried, analysed, and acted upon.
For the first time, Roche had a structured, cross-market database of prescribing patterns, doctor specialisations, and drug effectiveness feedback — built from field data, not surveys. Marketing and commercial strategy teams could query the platform and receive structured intelligence the same day it was gathered. The platform included a feedback loop that let Roche test new data collection approaches quickly, evaluate output quality, and iterate without a multi-month IT project each time.